The National Women's Soccer League (NWSL) is experiencing an unprecedented surge in growth, with its latest expansion bringing a new team to Columbus, Ohio, slated to join the league in 2028. This significant development underscores the league's rising prominence and the increasing value of women's professional sports. The Columbus franchise will be backed by the formidable Haslam Sports Group, led by billionaires Jimmy and Dee Haslam, known for their ownership stakes in major professional sports teams such as the MLS's Columbus Crew and the NFL's Cleveland Browns. This strategic move highlights a broader trend of attracting well-capitalized ownership groups committed to investing in the future of the NWSL, which is rapidly transforming into a global leader in professional sports. The league's commissioner, Jessica Berman, emphasizes that the NWSL is not just growing but is poised for 'seismic growth,' reflecting the confidence and vision that prominent investors like the Haslams bring to the table.
The expansion into Columbus is not merely about adding another team; it represents a calculated step in the NWSL's evolution. The $205 million expansion fee paid by the Haslam Sports Group, along with an estimated $300 million total investment including facilities, marks a dramatic increase in franchise valuation, signifying the league's robust financial health and attractive prospects. This growth is further fueled by rising revenues, lucrative media rights deals, and a concerted effort to foster community engagement and support. The NWSL's 'rolling' expansion process ensures that only markets with strong local backing and ambitious ownership groups are selected, paving the way for sustained success. The league's focus on state-of-the-art facilities, as demonstrated by the Kansas City Current's new CPKC Stadium, also plays a crucial role in enhancing fan experience and generating new revenue streams. These combined factors are elevating the NWSL's status, drawing in a new wave of investors and fans, and cementing its position as a major force in the global sports landscape.
Columbus Joins the NWSL: A New Era of Growth and Investment
The National Women's Soccer League (NWSL) has announced its latest expansion, welcoming Columbus, Ohio, as its 18th team, with the new franchise set to kick off in 2028. This move signifies a pivotal moment in the league's rapid ascent, just five weeks after Boston Legacy FC and Denver Summit FC made their debuts as the 15th and 16th teams, and five months after Atlanta secured the rights to become the 17th. The ownership group for the Columbus team will be spearheaded by Haslam Sports Group, a powerful entity led by billionaires Jimmy and Dee Haslam. Their impressive portfolio already includes the MLS's Columbus Crew and the NFL's Cleveland Browns, along with a minority stake in the NBA's Milwaukee Bucks. This deep experience in professional sports ownership, coupled with additional investors like Nationwide and Drs. Christine and Pete Edwards, underscores the robust financial and operational backing for the new franchise. Whitney Haslam Johnson, managing partner at Haslam Sports Group and daughter of Jimmy and Dee, expressed immense enthusiasm for expanding their involvement in women's sports, noting the group's prior investment in the WNBA at the league level in 2022. She emphasized the significant work ahead but highlighted their eagerness to see these exceptional athletes compete, signaling a long-term commitment to the NWSL's success.
The financial terms of the expansion deal, though not publicly disclosed in full, include a substantial $205 million expansion fee, as revealed by sources familiar with the agreement. This figure dramatically showcases the escalating value of NWSL franchises, marking a sharp increase from the approximately $2 million paid by Angel City FC and San Diego Wave FC in 2021, and subsequent rises to $53 million for Boston Legacy FC and Bay FC, $110 million for Denver Summit FC, and $165 million for Atlanta. With additional investments in facilities and startup costs, the Columbus group's total outlay is projected to exceed $300 million. Commissioner Jessica Berman attributes this remarkable growth to the league's significant revenue increases over the past four years and its burgeoning media rights deals. Berman reflects on this period of "incredible growth," noting that the league's future holds even greater expectations for expansion. The NWSL's choice of Columbus, despite it not being the largest metropolitan area, is strategic, recognizing the city's strong soccer culture, less competition for local sports fans, and a history of hosting major national and international soccer events. The Haslams' proven success with the Columbus Crew, valued at an estimated $805 million, further solidifies the potential for the new NWSL franchise in this passionate soccer market.
Strategic Ownership and Infrastructure Investments Fuel NWSL's Future
The selection of the Haslams as owners for the Columbus NWSL team aligns perfectly with the league's updated expansion strategy, which shifted to a "rolling" process in September to evaluate proposals as they arise. This approach allows the NWSL to be more selective, bringing in well-capitalized and well-connected ownership groups that can significantly contribute to the league's long-term vision. The NWSL has intentionally sought owners who believe in the league's potential to become one of the world's premier professional sports organizations, transcending comparisons within women's soccer. Jimmy Haslam, with a net worth estimated at $10.3 billion, epitomizes this new class of owners. His extensive influence within the NFL and MLS is expected to generate robust commercial partnerships and sponsorship deals for the new NWSL club. Notably, Nationwide, a co-investor in the Columbus venture, has been a long-standing partner of the Columbus Crew since 2020 and a national NWSL sponsor since 2021, highlighting the synergistic potential of this ownership structure. Commissioner Berman emphasized that this influx of dedicated ownership has been a crucial factor in the league's success, driving its growth trajectory and fostering an environment where owners are prepared to make substantial investments to achieve global leadership.
Beyond ownership, the NWSL's focus on top-tier facilities is another cornerstone of its expansion strategy. Recent expansion picks, such as Denver's new home field and Boston's renovated White Stadium, reflect this commitment. The success of the Kansas City Current, whose privately financed $140 million CPKC Stadium generated a $20 million revenue increase and a league-best $36 million in revenue in its opening year, serves as a powerful testament to the impact of dedicated venues. The Haslam group in Columbus has actively sought public funding to renovate ScottsMiracle-Gro Field, the home of the Columbus Crew, to accommodate the NWSL team, as well as to construct a dedicated practice facility. The Columbus City Council's approval of $25 million through bonds and a 2% ticket tax, followed by an additional $25 million in subsidies from the Franklin County Board of Commissioners, demonstrates strong local government support. This community backing is crucial, as Haslam Johnson notes, confirming that fans, local businesses, and key stakeholders are committed to the team's success. The NWSL's ability to secure such robust financial and infrastructural support, combined with its burgeoning sponsorship revenue and TV viewership, indicates a bright future for the league, with expansion clubs setting new benchmarks for franchise valuations and driving the entire league forward.
